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Asian Granito India forays into sanitaryware

May 2019

With an aim to provide complete bathroom solutions under one roof, Asian Granito India (AGIL) – one of India’s leading tiles companies – has ventured into sanitaryware. The company is entering the sanitaryware segment with 160 SKUs in products including wash basins, water closets (WC), urinals, etc. The commercial launch of AGL Sanitaryware is expected by June 2019 across India.

The company is launching sanitaryware in the mid and mid premium segment under the brand name of AGL. It is investing around Rs 80 million for the expansion in the sanitaryware business and expects the segment to contribute around Rs 800-1,000 million in the next four to five years.

Kamlesh Patel, CMD, Asian Granito India said, "Expansion in sanitaryware is in line with the company's growth strategy to focus on asset light and capital light business model, becoming a strong retail brand in the domestic as well as exports market and achieve a leadership position in key business segments. In line with our strategy, we are venturing in the sanitaryware with outsourcing model; sourcing from domestic markets as well as import from Europe and China in the first phase. The company will be setting up its own manufacturing facilities in the coming time. Asian Granito is committed to become a leading complete bathroom solutions brand and is also planning to enter in the faucets segment in the near future.

Asian Granito India will look to leverage its existing tiles marketing and distribution network for the sanitaryware. The company has over 6,000 touch points with dealer and sub-dealer network; 291 exclusive AGL tiles showrooms and 13 company-owned display centres across India. Solely for the sanitaryware vertical, the company is in the process of appointing 30 exclusive distributors, 100 dealers and around 200-250 sub-dealers.

Mukesh Patel, Managing Director, Asian Granito India said, "Asian Granito India today is ranked among the top three listed ceramic tiles companies in India and we would aim for a similar scale in the sanitaryware business in the coming years. We are entering sanitaryware with 160 SKUs in wash basins, water closets (WC), urinals, etc, and expand the product range gradually. AGL Sanitaryware will launch commercial operations in June 2019 pan India. We estimate the sanitaryware segment to contribute around Rs 800-1,000 million revenue over the next four to five years."

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